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Season 3 of HBO’s hit series The White Lotus has landed — this time set within the attractive mountains of Koh Samui in Thailand — and it’s taking the web by storm with its dry comedy and tension-filled plot. In case you haven’t seen the present earlier than, it’s a drama satire sequence predominantly centered on wealth, privilege, and energy all colliding underneath the premise of a luxurious vacation.
Every season, a brand new group of “elites” arrive at a luxurious White Lotus resort in a distinct, unique location internationally. Tensions heighten all through the vacation, all the time ending with a personality dropping their life. Mike White, the author of the sequence, has created a blueprint that permits for brand new characters and wild tales every season, a marker of the present’s success.
However what can we study from this yr’s cohort to use to B2B comms? Listed here are three classes I’ve taken from The White Lotus this yr.
#1: Don’t say one factor and imply one other
In B2B comms, clear and credible messaging is necessary. Authenticity has by no means been extra essential than now; with the rise of pretend information, shopper relationships with manufacturers have by no means been nearer. In case your messages aren’t trustworthy or constant, you’ll get caught out — plain and easy.
Take Jaclyn, Kate, and Laurie. Three childhood associates who can’t appear to get sufficient of gossiping about one another when the topic isn’t in earshot. Their hidden resentments are rapidly effervescent to the floor because the season continues with tough discussions about faith and politics pushing their friendship to the breaking level.
What I imply to say is: saying one factor to somebody’s face and one thing else behind their again doesn’t construct belief — it burns bridges. In B2B comms, journalists and the general public will keep in mind in case your messaging takes a U-turn with out rationalization, and they’re going to name you out for it. So, imply what you say each time, and ensure it’s constant throughout all audiences.
Quantity 2: Have a great disaster technique, for goodness’ sake
It’s straightforward to assume a disaster received’t hit your small business – till immediately it does. A media disaster can occur to anybody, and you’ll want to be ready with the correct messaging and technique for all eventualities.
Simply have a look at Timothy Ratcliff from this season. Whereas at The White Lotus, he hears phrase from house that The New York Instances and the FBI are after him for fraud and cash laundering. Timothy struggles to cease this onslaught ready for him at house, particularly since his crew doesn’t appear to know the way to preserve the reporters at bay or assist him.
His story is a clear-cut instance of why having a crisis strategy in place is key. Now, I’m not suggesting a great technique will assist you to get away with fraud. To keep away from having a disaster, don’t do unhealthy issues. However, arming your crew with the correct crisis communications strategy when hassle comes knocking is important. Clear messaging, coordinated communication, and assured spokespeople are essential to reassure clients and handle inside questions too.
Quantity 3: Journos all the time keep in mind a face (and a reputation).
Again within the previous days (sorry, I used to be born in 2000, so that is older to me), journalists had conventional little black books. These held all their contacts, sources and PRs they may name upon once they wanted feedback or needed to interview somebody of their community.
These days, now we have the e-mail inbox, however it’s used simply the identical. Journalists keep in mind the PRs that give them nice tales and scoops. That familiarity and community constructing are key elements of a PR’s job. On the flip aspect, should you let down a journalist by not following by way of on a promise, they’ll additionally keep in mind you for all of the fallacious causes.
On this season of The White Lotus, Belinda from the earlier sequence is visiting Thailand to study extra about their spa practices to take again along with her to Maui. When she spots Gary (or Greg, you recognize, the suspicious man concerned with Tanya within the earlier sequence!?), she grows anxious of his presence, realizing he was concerned in shady dealings at a earlier lodge.
Lack of help from the lodge crew has left her in a worrying state of affairs. Belinda’s story reminds us that whereas we keep in mind those that have helped and assisted us, we additionally always remember those that have wronged us or others.
For journalists, it’s simply the identical. Don’t promise commentary or an interview if it’s not potential, and all the time have another providing in your again pocket if issues don’t go to plan. Belinda remembers Gary for his wrongdoings in the identical means that journalists will keep in mind you should you fail to ship the content material promised by the deadline. Bear in mind journalists will keep in mind you, for the nice and the unhealthy.
The White Lotus is reaching its penultimate episodes, and lots of theories are persevering with to fly round about the way it will finish. However we will say that this season’s characters are definitely in for a bucket load of hassle quickly.
For a five-star PR technique with not one of the drama, then get in touch.
Written by Annabelle Kiff, Senior Communications Govt at Definition
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